The ads that didn’t work

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Duncan Shand, Sarah Sandoval, Peter Cullinane.

Advertising  & marketing virtuosos Duncan Shand, Peter Cullinane, and Sarah Sandoval front up to the Marketing Association’s Brainy Breakfast in Auckland on Thursday 23 July. The topic: Social Media.

“What does a marketer do when the unexpected happens?” reads the MA blurb. “How can you minimise its impact and even turn it into a positive? If experience is something you normally get right after you just needed it, then every marketer will benefit from; knowing how organisations have responded and recovered when the unpredictable has happened; and hearing how a best practice digital agency works to avoid the ‘falls’.”

Peter Cullinane, founder, Lewis Road Creamery

In light of the recent breast milk campaign, Cullinane will discuss managing intense public scrutiny, and empowerment of your company’s voice through social media. In the midst of chaos, learn how embracing your followers as your family and bringing your customers into the conversation could be the best move for your company and why.

As well as his Lewis Road role, Cullinane is a founding partner of Assignment Group , and a director of Skycity Entertainment, STW Communications and APN News & Media.

Sarah Sandoval, Australasian head of marketing & innovation, Sealord

Sandoval will take the audience through a live example of where a TV advertisement didn’t resonate with consumers and what they did about it. Specifically there are four key learnings that will be covered:

  • staying true to the original creative idea,
  • not sacrificing the brand for a creative idea,
  • owning your mistakes,
  • and responding fast.

Sandoval has over 15 years experience in marketing & advertising, and “has a passion for delivering breakthrough results with a combination of clear strategic thinking and innovative ideas”.

Duncan Shand, managing director, Young & Shand

Shand will talk about how in this digital world we need to be thinking about managing campaigns. He will cover some of the reasons campaigns fail, , and discuss the new steps companies should be thinking about to make sure every campaign works. “You can’t guarantee success but there are also a lot of things you can do to turn an average performing campaign around.”

“Duncan is a client side guy who found himself on the wrong side of the line one day,” continues the MA blurb. “Duncan now works agency side at Young & Shand which is possibly one of New Zealand’s leading digital marketing agencies.”


Venue: The Pullman Auckland
When: Thursday 23 July, 7am-9am
Cost: $105+gst

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